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The Top K-Beauty Trends to Look Out for in 2023

Updated: Jan 11, 2023

New Technologies Changing the Beauty Industry

As 2022 is wrapping up, it’s time to focus our attention on cosmetics themes and trends in the year ahead. Here are our top K-Beauty trends to look out for in 2023, from AI-driven personalization to augmented reality and eco-friendly packaging.


AI-Driven Personalization

Artificial Intelligence (AI) has transformed the way technology and business work, and the K-beauty industry is no exception. With this in mind, COSMAX has developed a new platform to build a customized cosmetics system to support cosmetic product needs. When detailed demands such as raw materials, mixes, and special requirements are entered, AI searches for the data that meets the criteria and devises designs for all stages, including products, development processes and production.


Previously, there were manpower and cost limitations in applying the desired details of skincare and cosmetics, but the introduction of AI has made it possible to efficiently manage time and cost by learning and applying a large amount of data at once. In other words, products that previously required large volumes to manufacture will be available to order even in minimal quantities after AI is introduced.


It is possible to build online platforms by applying AI to original brand manufacturing (OBM) services, so we can continue to support our partners with branding and marketing after the production stage. This way, we’re able to provide optimized solutions to new businesses that want to enter the cosmetics industry. AI can immediately identify raw materials and ingredients to suit the client’s detailed requirements, such as vegan or halal, and COSMAX has prepared patents for hundreds of brand models for this.


We are also planning an AI model that analyzes customer behavior across different regions and predicts future trends based on them. AI technology is able to find and analyze data accumulated over the past 30 years, including seasonal trends, surveys and purchase behavior, and use this information to make predictions about the future. This can be particularly helpful for brands looking to enter overseas markets; AI will be able to identify the current and past cosmetics trends and consumer behavior patterns, and suggest potential products for market entry in accordance with local regulations.



Augmented Reality

Another technological advancement in the K-Beauty industry is augmented reality (AR), combining computer-generated and real-life content. With AR technology, consumers can discover and test new beauty products, such as makeup palettes and lip colors, on their smartphones without even having to leave the house.


COSMAX’s Color Jam™ is a customized palette AR device that combines an eco-friendly cosmetics experience with innovative technology. Color Jam™ allows consumers to create their own make-up palettes based on their skin tone and other preferences. The app then prints out a customized make-up palette using only the desired colors - this improves the efficiency of resource utilization, which is ultimately better for the environment.


Created in collaboration with Frinker Korea, a technology company from Samsung Electronics' C Lab, Color Jam™ won the Innovation Award at CES 2023, the international Consumer Electronics Show.


Eco-Friendly Packaging

Sustainability is not just a K-beauty trend - companies and consumers from all over the world are interested in eco-friendly cosmetics. Skincare and makeup lovers are switching over to brands and products that are committed to protecting the planet first. This can include using eco-friendly packaging, raw biodegradable and non-toxic materials, reusable and refillable products and natural ingredients.


At COSMAX, we have developed environmentally-friendly bioplastic containers to reduce the negative impacts the beauty industry has on the planet. These cosmetics containers are made from biomass raw materials, such as wood powder and rice husk. The packaging contains traditional plastic properties and decomposes into non-toxic substances over time, significantly reducing environmental waste.



Cross-Linked Cellulose (CLC) is another eco-friendly, non-toxic bioplastic material. CLC is a natural polymer produced using biomass raw materials such as wood flour, chaff, and starch. The difference between CLC and existing eco-friendly plastics is that the properties of CLC make it suitable for use in cosmetic containers. Existing eco-friendly plastics have problems, such as decomposition during distribution, because they emphasize only biodegradability excessively. In addition, CLC has a carbon reduction effect of 2.9 kg per 1 kg production while its physical properties are equivalent to that of conventional plastic.


CLC obtained 100% carbon neutral certification from the U.S. Department of Agriculture (USDA) in October last year in recognition of its environmental nature.

COSMAX plans to produce more eco-friendly containers using CLC for domestic and foreign partners. CLC materials have already been applied to lip tints currently produced by COSMAX, and we’re planning to develop and commercialize various prototypes such as shadow palettes, cushion foundations, and lipstick containers in the first half of next year.


Lee Byung-man, CEO of COSMAX, has stated, "As the top priority of the global cosmetics industry is the circulation of eco-friendly containers and resources, COSMAX plans to take the lead in developing eco-friendly cosmetics in cooperation with various companies and institutions."


Staying Ahead of the Curve

With 2023 around the corner, new K-Beauty trends will involve plenty of new technology and innovations as well as eco-friendly products. COSMAX is taking the initiative to take Korean beauty to new heights with artificial intelligence, augmented reality, and biodegradable packaging materials. Expect new customized cosmetics experiences and eco-friendly effects with innovative technology from COSMAX, global number 1 research, development, and production business group for cosmetic and health functional food products.


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